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Travis and Dane Boersma started Dutch Bros in Grants Pass, Oregon, in the early 1990s.

But Lou Gehrig's disease claimed the life of Dane Boersma in 2009.

"He was outstanding," said Chris Stewart, a Dutch Bros franchise owner. "He was a really funny guy, real mellow. We called him the wise man back then, just because he was much older than all of us younger kids and he provided a lot of guidance."

Dutch Bros got involved with the Muscular Dystrophy Association in 2007. Since then, the company has raised nearly $900,000 for MDA. Last year's fundraiser brought in $270,000.

Proceeds from every item bought Friday at any of the 215 participating Dutch Bros. will go to the Muscular Dystrophy Association, the company said.